Table of Contents

• About the Editors
  
• Contributors
  
• Introduction. Political Marketing As Elections Approach in the United States and the United Kingdom (Philip John Davies and Bruce I. Newman)
  
• SECTION I: MARKET CONTEXTS AND DEVELOPING POLICY
  
• Chapter 1. Voter Research and Market Positioning: Triangulation and Its Implications for Policy Development (Robert M. Worcester and Paul R. Baines)
  
• Introduction
  
• Market Positioning: Policy and Message Dissemination
  
• The Morris Concept of Triangulation
  
• The Worcester Concept of Triangulation
  
• Building the Model: The Political Triangle
  
• Leader and Party Image
  
• Managerial Implications and Further Research
  
• Conclusion
  
• Chapter 2. Mapping a Market Orientation: Can We Detect Political Marketing Only Through the Lens of Hindsight? (Darren G. Lilleker and Ralph Negrine)
  
• Introduction
  
• Methodology
  
• What Is a Political Market Orientation?
  
• Measuring Political Marketing
  
• Identifying a Market Orientation
  
• SECTION II: POLITICAL MARKETING FOR ELITES AND MASSES
  
• Chapter 3. Not As Rich As You Think: Class, Rhetoric, and Candidate Portrayal During National Elections in the United States and the United Kingdom (Robert Busby)
  
• Framework
  
• Margaret Thatcher
  
• John Major
  
• Tony Blair
  
• Playing the Victim: America’s Presidential Election, 1992
  
• George W. Bush: A Regular Guy?
  
• The Democrats
  
• Howard Dean
  
• John Kerry
  
• John Edwards
  
• Conclusions
  
• Chapter 4. Marketing Parties in a Candidate-Centered Polity: The Republican Party and George W. Bush (Peter N. Ubertaccio)
  
• Presidential Party Leadership
  
• George W. Bush and Republican Party Leadership
  
• The Prospects for Marketing Parties in the Twenty-First Century
  
• Chapter 5. Grass Roots Lobbying: Marketing Politics and Policy Beyond the Beltway (Conor McGrath)
  
• Introduction: Grass Roots Lobbying
  
• Grass Roots Campaigns and Political Marketing
  
• Grass Roots Lobbying: The Electoral Connection
  
• Quantity and Quality
  
• Techniques in Grass Roots Lobbying
  
• Grass Tops Campaigns
  
• Conclusion
  
• Chapter 6. Political Consulting and the Market: Who Lobbies for the Poor? (Gary Wasserman)
  
• Mobilizing Skills for Nontraditional Clients
  
• Going Beyond the Client Base to Use the Media
  
• Incentives for Going Beyond the Well-Paying Client
  
• Foundations Ought to Be Interested, but They’re Not
  
• Obstacles to Public Service Consulting Outside and Inside the Profession
  
• Lessons Learned, All Too Slowly
  
• SECTION III: POLITICAL DEVELOPMENTS AND THE CONTEXTS FOR MARKETING
  
• Chapter 7. Political Parties, Their E-Newsletters, and Subscribers: One Night Stand or a Marriage Made in Heaven? (Nigel Jackson)
  
• The Use of E-Mail and E-Newsletters in Political Campaigning
  
• Relationship Marketing
  
• Methodology
  
• Fieldwork
  
• Conclusion
  
• Chapter 8. First Hurdles: The Evolution of the Pre-Primary and Primary Stages of American Presidential Elections (Dennis W. Johnson)
  
• Running for President
  
• The Candidates
  
• Pre-Primary Stage
  
• The Primaries
  
• Conclusion
  
• Appendix: Official Candidates for PresidencyRepublican, Democratic, and Principal Third Party
  
• Chapter 9. Running Clean in the American States: Experience with Public Funding of Elections (Carl W. Stenberg)
  
• Basic Features of Public Financing Systems
  
• The Case forand AgainstPublic Financing
  
• State Experiences with Running Clean
  
• Looking Ahead
  
• Index
  
• Reference Notes Inclu

About the Author

Philip John Davies is Director of the David and Mary Eccles Centre for American Studies at the British Library in London, England, Associate Fellow of the Institute for the Study of the Americas at the University of London, and Professor of American Studies at De Montfort University in Leicester, England. Bruce I. Newman is Professor of Marketing at DePaul University in Chicago, Illinois.